Your photo library is the visual foundation on which any marketing strategy is built. Photographs show the appeal – and the competitiveness – of a company or destination.
Research says you have 8 seconds to catch the eye of a Gen Z. And for print... the decision to read or reject pamphlets and direct mail pieces is made by readers in just 2.5 seconds.
Considering thousands of dollars are being spent taking those images into the marketplace - think websites, promotional collateral, travel shows, social media... it makes sense to do it properly from the start. Good photographs are the foundations of your marketing.
Here are a couple of suggestions to make sure your foundations are sturdy.
1. Don't rush it. Plan to build your library over several assignments. You are unlikely to get all the images you need in a single assignment. Consider different light, times of year, emotions, feelings, events... Develop a shot list with your photographer, taking into consideration seasons, major events, travel time and accessibility. Then prioritise. Work out what you can do straight away and what you have to wait for.
2. Recognise the difference between “Stock Shots” (the necessary pictures that show the range of attractions you have to offer) and “Hero Shots” (the flagship photographs that are likely to lead your promotional effort). Like a magazine with their hero cover shot and then the additional feature shots inside the article. Plan to it.
3. Build your library on professional standards from the start. For example... ensure all images are licensed to you and your stakeholders to use for promotional purposes, you have Talent Releases for all people in the photographs, and the images are of a professional standard (i.e., size, colour space, etc.).
4. Work out the most effective way of keeping and distributing your library of images. This will save you hours searching for images in your next campaign. And save you from losing any. Your photographer can also offer advice on how they do it/what they recommend.
5. Make sure your images (hero and stock) sit firmly within your marketing brand. Images that define you and make you unique.
If you want to start showing off to the world - the best way you can... contact me. We can chat, I can give you ideas, and of course, I can make beautiful photos for you.